Surname 1

Student Name

Student No.

Class

Professor’s Name

Date

Individual Assignment: Case Study

QUESTION ONE:

In the first case, the ethical issue from the press release is ethics in promotional strategy. From

the press release, the customer filed a complaint that she placed an order in a restaurant and

chose to pick the meals herself (Consumer, 2020). She, however, ends up getting late and thus

the order was cancelled by the restaurant but could not be refunded. The customer might have

failed to read the regulations set by the restaurant. However, it is the restaurant’s duty to inform

the customer at any instance so as to avoid such instances from taking place.

The ethical issue evident in the second case is ethics in product strategy. According to the press

release, the customer ordered handshake beverages and paid for them using a credit card. On

delivery, the beverages did not portray what the customer as ordered. This difference in the

ordered versus received is what depicts the ethics in product strategy (Consumer, 2020).

Ethics in distribution strategy is evident in the third case. According to the information in the

press release, the customer ordered a meal from a restaurant’s website by following the given

instructions. After one and a half hours, the customer is informed that he had input a wrong
 Surname 2

address (Consumer, 2020). This cannot be the case since the website should have been able to

reject the address before completing the order.

QUESTION TWO:

The first strategy for relationship marketing is customer service. This strategy depends on the

internal operations of an organization. This, therefore, means that streamlined marketing

operations would make customers happy and loyal. By employing this strategy, the restaurant

staff could have realized the error and contacted the customer thus avoiding the issue. Apart from

that, another relationship marketing strategy is technology. Through the internet, organizations

can easily track their customers and thus offer the best services according to their needs. If this

strategy could have been employed in the third case, the restaurant staff could have easily noted

that the customer was not within the service scope of the restaurant.

Another relationship marketing strategy is the use of social media. Organizations are capable of

interacting with their customers through social media easily. If this strategy could have been

employed in the case, the customer could have had an easy access to information about the

restaurant on social media and thus avoid placing an order in the first place. Finally, branding is

another relationship marketing strategy. By having a brand, it means that a restaurant has a good

relationship with its customers. Through branding the third case could have been avoided since

the brand could only exist in the service scope of the restaurant.

QUESTION THREE:

The first more mature ethical level is conventional molarity. Its first point is moving towards the

society’s expectations (Lamb, 20180. This means that the restaurant strives to ensure that its

customers are satisfied at all times. If this was adhered to in the second case, the restaurant could
 Surname 3

have ensured that the beverages were in good condition and as ordered by the customer thus

avoiding the complaints filed by the customer. The second point of this ethical level is the

concern about legality and the opinion that other people have. If the restaurant had considered

the customer’s opinion and followed all legal procedures, the case of damaged beverages could

have been avoided.

The second more mature ethical level is post-conventional morality. The first point of this level

is concern about how they judge themselves, that is, the way in which they market their products

(Lamb, 2018). By making it clear to the customer that the beverages were from a subsidiary

company, the case could have been avoided. The second point of this level is concern if anything

done is right in the long run despite being legal and profitable. The restaurant should have

considered the customer’s reaction before delivering such products without the customer’s

consent. But striving to honor customer satisfaction, this could have been avoided.
 Surname 4

QUESTION 4:
 Surname 5

References

Consumer Council (15th July, 2020). Read the “Terms and Conditions” of Food Delivery

Platforms Carefully Both Operator and Customer Are Obliged to Provide Accurate

Information. Retrieved from

https://www.consumer.org.hk/ws_en/news/press/525/complaint-food-delivery-app.html

Lamb C., McDaniel C. & Hair J. (2018). Chapter 3 - Ethics and Social Responsibility. Retrieved

from https://www.studocu.com/en-us/document/university-of-texas-at-austin/principles-

of-marketing/summaries/chapter-3-ethics-and-social-responsibility/1325873/view